Google AdWords Mobile Advertising Exam Questions and Answers Questions correct 61/70 (87%) By Alessandro Rapisarda uk.linkedin.com/in/rapisardaalessandro/en twitter.com/alessandrorapix google.com/+AlessandroRapisarda

1. Google AdWords Mobile Advertising Exam:
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This exam covers basic and advanced concepts of mobile advertising, including ad formats, bidding and targeting and
campaign measurement and optimisation.
 90 minutes
 70 questions
 80% passing score
 Validity period of 12 months
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The conversion optimizer for apps allows:
A) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids
accordingly across search and display inventory with the goal of helping Advertisers hit thei desired Cost Per Installs
B) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids
accordingly across search and display inventory to help advertisers hit their desired Cost Per Click goal
C) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids
accordingly across just search inventory to help advertisers hit their desired Cost per Installs goal
D) AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids
accordingly across search and display inventory to help advertisers hit their desired Cost Per Impressions goal
A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.
A) website deep link
B) custom deep link
C) app index
The App Overview report is a summary of the most salient data from all of the Mobile App Analytics reports. Use this
report to:
A) Gain insight into your competitor's strategies
B) Review data about your users' names, addresses, and income brackets
C) Review the code for your app and SDKs
D) Assess the general health of your app and to follow data trends
App Downloads are conversions that are tracked when a user downloads or installs a mobile application for the first
time
A) TRUE
B) FALSE
The codeless conversion tracking solution is usually recommended for app downloads on Android OS over SDK or server
to server solution when speed and ease of implementation is a priority
A) FALSE
B) TRUE
Once an advertiser opts in to advertise with our each partners (the default setting) in their campaign network settings,
they should use ____ to have their ads populate within Google Maps for Mobile
A) product extensions
B) mobile extensions
C) location extensions
D) store visit extensions

2. With a business in an eligible country, advertisers can use Website Call Conversions to track calls to a Google forwarding
number on their site from users who arrived there from any source
A) FALSE
B) TRUE
Which is a benefit of using server-to-server app conversion tracking over an SDK?
A) Adding SDK and conversion tracking changes to your app doesn't require review by the Google Play Store
B) If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app
C) Adding multiple SDK's for various advertising or analytics platforms have no impact on app code file-size
D) Server-to-server connections are easier to set up than code-less conversion tracking
Which of the following is true about apps?
A) Once a user downloads an app, they are likely to return and engage with it
B) Apps are more geared towards acquisition purposes
C) Apps are more geared towards retention, loyalty, and engagement
iOS app conversion tracking cannot be set up using:
A) Install confirmation feedback
B) Server-to-server (S2S)
C) SDK
D) Codeless conversion tracking
An app developer might use remarketing if they wanted to promote a paid version of their game to all users of the free
version who reached Level 10 of the game
A) FALSE
B) TRUE
Which of the following is NOT true about an app URL scheme?
A) You can use "http" or a custom scheme that can start with the app or website name
B) Typically the website name appears in reverse; e.g., example.com becomes com.example as a scheme
C) Schemes are automatically set up when you create your app
D) The scheme is part of the link that identifies which app to open
Where can app ads run?
A) Only on the Google Play Store
B) Only on Admob
C) Within other apps, also known as in-app
D) Across Display, Search, and YouTube
____ are a type of ad format that show extra information about your business.
A) App installs
B) Ad extensions
C) Deep link ad extensions
When conversion data shows that mobile drives more value, you would ____ your mobile bid. When conversion data
shows that desktop drives more value, you would ____ your mobile bid.
A) lower, raise
B) raise, raise
C) lower, lower
D) raise, lower
Viewable impressions:
A) Allow you to only pay for those ads that are actually viewed
B) Allow you to pay for ads that are viewed and also converted
C) Allow you to pay for ads when they are displayed in a viewable position
D) Allow you to only pay for video ads that are viewed within an hour
What will you need before you can set up conversion tracking for calls from an ad or from a website (assuming Google
forwarding numbers are available in your country)?
A) A sales team or operating phone bank
B) A mobile specific site-link extension
C) An active call extension or call-only ad
D) An app published in the Google Play Store

3. For someone who wants to run a Display Network campaign, which tool is best suited for providing targeting ideas and
estimates
A) Display Keyword Planner
B) Display Ad Builder
C) Display Planner
D) Display Ad Preview and Diagnosis
Deep-linking allows:
A) Ads to direct new customers only into deeper, more targeted sections of the app
B) Desktop users to be able to access deeper, more targeted sections within a mobile app
C) Mobile and desktop users to navigate within a mobile app
D) Ads to direct customers into deeper, more targeted sections of the app
What is the most common way for advertisers to monetise their app?
A) In-app purchases
B) Charging for app downloads from the Apple iTunes or Google Play store
C) Ad buys
D) Driving traffic to their mobile website to complete purchase
What time of day does mobile usage generally peak?
A) Morning and evening when people are commuting to work
B) Spread evenly throughout the day
C) During work hours
D) Evening hours when people are at home
To understand the full value of mobile, you must take into account:
A) App downloads, calls, store visits, cross device conversion, mobile conversions
B) Cross device and mobile conversions
C) Mobile conversions
D) Utilization of mobile ad formats, extensions, app and mobile site design best practices
To find the right mobile bid, you would calculate:
A) (mobile conversion rate / desktop conversion rate) x 100
B) (desktop conversion rate / mobile conversion rate) - 1
C) (mobile conversion rate / desktop conversion rate) + 1
D) (mobile conversion rate / desktop conversion rate) - 1
____ is a tool that can show you what happens after a customer clicks on your ads; whether they made a purchase,
downloaded an app, or called your business
A) Conversion tracking
B) Keyword planner
C) App extensions
D) Sitelinks
The Mobile App Analytics Acquisition reports gives you data about:
A) Which type of targeting has the lowest cost-per-acquisition
B) How your users spend time outside of your app
C) How often your mobile apps are installed and opened
D) How much data your app has acquired
App remarketing allows you to target people who:
A) Have searched for your app
B) Have used your app before
C) Have searched for apps similar to yours
If your campaign is running on the Display Network, your ads:
A) Will only show on mobile apps that you select
B) Are only eligible to show in specific mobile apps
C) Are automatically eligible to show in mobile apps
D) Are not eligible to show in mobile apps
The Mobile App Analytics Behaviour reports give you data about:

4. A) The detailed ways users of your app interact with other users of your app
B) How many people have downloaded your app through a referral from a friend
C) In-app user satisfaction ratings
D) The detailed ways users interact with your app
Select the one way NOT to track app conversions
A) Integrate the Google SDK in your app
B) Using Codeless Android Install Tracking
C) Adding a Javascript snippet to your website
D) Using an app analytics provider for your AdWords campaigns
When you use a flexible bid strategy, it will automatically optimize your bids based on:
A) Your performance KPI (Key Performance Indicator)
B) Your Quality Score
C) Your search terms data
D) Your remarketing list
What is an app engagement ad?
A) A templated "engagement" image ad which allows you to add more text or information to our ad
B) An ad which uses cookies to appear to users who have already downloaded an app
C) An app extension which shows a link to your app below your ad
D) A customized ad shown to users who already have the app in order to drive them back to the app
Admob is ____.
A) a custom deep link
B) AdWords' non-owned and operated mobile app inventory
C) an app promotion ad format
D) an ad extension
Many successful mobile sites have large "touch targets" for clicking that take into account ____.
A) location where mobile is being used
B) the lack of precision on a touch screen
C) time of day
D) responsive design based on touch
The two types of conversions for YouTube on mobile are:
A) Conversions and view-through conversions
B) Download views and engagement conversions
C) Promotion views and view-through conversions
D) Promotion views and engagement views
50% of purchase-related conversions happened within ____ of the mobile searches that initiated them
A) one hour
B) two hours
C) half-an-hour
You can use a mobile specific display URL to:
A) Show consumers that you are a large brand
B) Indicate that you have a mobile-friendly landing page
C) Differentiate yourself from other advertisers
D) Effectively track conversions to your desktop site
Mobile presents an opportunity for a more targeted marketing message because you have an understanding of context
such as time, location, and proximity of the customer.
A) FALSE
B) TRUE
The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT:
A) Intent
B) Differing screen size
C) Context
D) Functionality

5. The mobile video Masthead is a homepage ad similar to the desktop video Masthead and will appear on the homepage
of all of the YouTube mobile and tablet properties, including ____.
A) reserve in-stream ads
B) both the iOS and Android mobile apps
C) the Android mobile app and m.youtube.com
D) the Android native mobile app, the iOS app, and m.youtube.com
In AdWords, you can create and manage video campaigns targeting mobile devices by using ____.
A) "mobile app engagement" campaigns
B) "mobile app installs" campaigns
C) the TrueView family of cost-per-view (CPV) video ad formats
D) "Masthead video" campaigns
What is an app install ad?
A) An app extension which shows a link to your app below your ad
B) An ad format for advertisers to re-engage with users who have already downloaded the app
C) A templated way to create text, banner, image, and interstitial ads driving users to the Google Play store
D) A type of targeting used to match your ads to sites or pages based on the keywords or topics you've chosen
To track conversion in an app, you can add the AdWords Conversion Tracking SDK to your app. SDK stands for:
A) Scheme Development Key
B) Software Depreciation Kit
C) Schema Development Kit
D) Software Development Kit
If you want to reach certain categories of apps with in-app display ads, or if you know the apps you want to target, you
should:
A) Create a placement inclusion for mobile apps
B) Create a Display Network campaign targeted to mobile apps
C) Enable Active View Reporting
D) Go to "Campaign Exclusions" from the Display Network tab
Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should
you set?
A) Increase bid adjustment for tablets
B) Increase bid adjustment for desktop
C) Increase bid adjustment for mobile and desktop
D) Increase bid adjustment for mobile
Setting up Mobile App Analytics requires:
A) A working knowledge of mobile click attribution technologies
B) The "Edit" permission for a Google Analytics account and technical knowledge of your app development environment
C) A substantial number of app installs or conversions
To re-engage users with an app, use the following strategies:
A) Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything
beyond installs to understand your most valuable users
B) Build remarketing lists, engage in reactive outreach, use deep linking, and track everything beyond installs to understand
your most valuable users
C) Build remarketing lists, engage in reactive outreach, offer something free, and don't offer anything outside of installs
D) Build general emails lists, engage in reactive outreach, don't use deep linking, and don't track outside of installs
Which flexible bid strategy might help improve the chances that your ad gets to the top of the page?
A) Target cost-per-acquisition (CPA)
B) Target return on ad spend (ROAS)
C) Target search page location
D) Target outranking share
When should an advertiser use an app extension instead of an app promotion ad?
A) To re-engage with users who have already downloaded the app
B) With keywords intended to drive app download, but still give the option to visit the mobile website
C) To run your ad on both Search and Display
D) With keywords intended to direct users to the mobile website, but still give the option to download the app

6. With YouTube Mastheads you can get 100% share of voice, not just on the desktop YouTube site, but also across screens
with:
A) Video Search on Google
B) The AdWords mobile site and YouTube app
C) The YouTube mobile site and Google Play App
D) The YouTube mobile site and the YouTube app
What is a lightbox ad?
A) A remarketing specific ad format to announce new features of your app
B) A type of ad format that shows extra information ("extending" from your text ads) about your business
C) A mobile text ad
D) A cross-screen expandable ad format that optimizes for taps/swipes on mobile and mouse-overs/clicks on desktops
Showrooming refers to:
A) The phenomenon where brands sell specialty or limited quantity goods through mobile
B) The phenomenon where various brands within similar categories compete for brand placements on a mobile device
C) The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or
via mobile
D) The phenomenon which turns brick and mortar stores into showroom apps for mobile users
Which of the following is true about apps?
A) The number of app installs on Android tablets is increasing
B) Once a customer downloads an app, they will be likely to return
C) Most smartphone users download apps on a weekly basis
D) The majority of Android apps have been downloaded
An advertiser would NOT use AdWords' mobile offering to:
A) Build a mobile-optimized website
B) Advertise their app
C) Engage with users who have already downloaded their app
D) Track conversions once a user downloads their app
Which of the following is the main reason an app advertiser would want to use a 3rd party conversion tracking
company?
A) To see which of an app's new users came from recent advertising clicks or views
B) To receive reporting on basic usage analytics
C) To have more control when communicating with each ad network
D) To have a single SDK to add to your app instead of one from each ad network
Usage data allows advertisers to:
A) Add the conversion tracking tag to their app
B) Create remarketing lists based on how frequently or infrequently a customer is using their app
C) Create a conversion tracking list and add it to their app
D) Change bid adjustments based on mobile traffic
Automatic bidding is ideal for advertisers who:
A) Want to save time managing bids based on hundreds of signals
B) Want to set their own bids for individual keywords
C) Want to set their own bids for individual ad groups
D) Don't want to spend a lot of time managing keywords
With a business in an eligible country, call Conversions help advertisers understand the value that calls from their ads
are driving by counting calls of a minimum duration to a Google forwarding number as conversions
A) TRUE
B) FALSE
How do upgraded URLs help advertisers with 3rd party conversion tracking?
A) Allow advertisers to direct users to the app store to download their app
B) Show app install ads only to people who haven't downloaded the app yet
C) Manage a single tracking URL at the campaign, ad group or ad level that is separate from the landing page URL
D) Show deep link URLs only to people who already have the app

7. According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile
searches that initiated them?
A) 75%
B) 25%
C) 0%
D) 50%
Showing your ads on top of the mobile page in search results is beneficial because:
A) Ads below the results get more prominent notice with smaller mobile screens. There are also ads on the right-hand side
of the results on mobile
B) Ads above the results might get more prominent notice with smaller mobile screens. There are also no ads on the right-
hand side of the results on mobile
C) Ads above the results get more prominent notice with desktop screens. There are also no ads on the right-hand side of
the results on mobile
D) Ads above the results get more prominent notice with larger mobile screens. There are also no ads on the right-hand
side of the results on mobile
Sitelink extensions:
A) Show your business address, phone number, and a map marker with your ad text
B) Allow advertisers to give users the option to land directly on specific pages of your site
C) Allow targeted remarketing list users to land directly on specific pages of your site
D) Decrease CTR rates as users are sent to specific pages of your site
A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a
browser
A) TRUE
B) FALSE
Auto exclusions allow:
A) Google's mobile app promotion template ads to be automatically excluded from showing to users who have already
downloaded the advertisers app
B) Google advertisers to exclude automatic bidding within their mobile app
C) Google's mobile app promotion template ads to automatically include showing to users who have already downloaded
the advertisers app
D) Google advertisers to exclude high install pricing
An advertiser with shops throughout the country could use the Location Extension Targeting to:
A) Target users who are within 10 miles of one particular city in the country
B) Target users the same way across all of their locations
C) Target users who are within 20 miles of one particular city in the country
D) Decrease bids by 50% for users who are within 10 miles of their stores
A ____ specifies a location in an app that corresponds to the content you'd like to show
A) location link
B) location extension
C) remarketing link
D) deep link
Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to their apps.
A) FALSE
B) TRUE
Which of the following is NOT a type of mobile ad extension?
A) App extension
B) Call extension
C) Sitelink extension
D) Download extension
iOS App Install confirmation is a feedback mechanism which enables customers to receive confirmation from Google
every time an iOS app install can be attributed to an AdWords ad click or view. Why would an advertiser use this
solution?
A) The advertiser is using an in-house or third party app analytics system
B) This is the only available method of conversion tracking for iOS

8. C) The advertiser is interested in cross-device conversions
D) The advertiser wants to count calls as conversions
Which of the following is incorrect about AdWords cross-device conversions?
A) Cross-device conversions help advertisers understand the device that received the last ad click before the conversion
B) Cross-device conversions do not track from desktop to mobile conversions, it only tracks mobile to desktop conversions
C) Cross-device conversions help advertisers track conversions that couldn't be tracked before in AdWords since they were
attributed to another non-AdWords channel like organic search or direct
Which of the following is true about mobile optimised sites?
A) Mobile-friendly experiences typically feature easy navigation, quick-to-load images, and streamlined text
B) Mobile websites should only focus on task-based functionality, i.e., be a stripped-down vesrion of the desktop site
C) You should build your app before your mobile site
D) Visitors to your mobile-optimized site will be at the same point in the purchase funnel as visitors to your desktop site
By Alessandro Rapisarda
uk.linkedin.com/in/rapisardaalessandro/en
twitter.com/alessandrorapix
google.com/+AlessandroRapisarda